Vol. 11 No. 1 STP

Vol. 11 No. 1 STP

commoditization commodification commoditization Douglas Rushkoff Rushkoff http://rushkoff.com/ / / /

Vol. 11 No. 1 p.

Porter Christensen CommonUniversal

Vol. 11 No. 1 common Universal Sheth et al. packaged goods commodity a product that can be sold to make a profit Longmanan article of trade or commerce Random House Webster'ssomething that is sold for money Cobuild No. Sheth et al. Sheth et al. commodity packaged goods commodity packaged goods

commodity commodity exchange commodity futures commodity commodity commoditization security securitization security Clayton Christensen Youngme Moon Christensen Christensen disruptive innovation Christensen commoditization disruptive innovation Christensen Raynor Christensendisruptive technological innovation

Vol. 11 No. 1 WHEN DOES A PRODUCT BECOME A COMMODITY? p. The process of commoditization of disk drivers was defined by the interplay between the trajectories of what the market demanded and what the technology supplied. Christensen commoditization A product becomes a commodity. A product becomes a commodity within a specific market segment when the repeated changes in the basic of competition, as described above, completely play themselves out, when market needs on each attribute or dimension of performance have been fully satisfied by more than one available product. Christensen Christensen Schumpeter Christensen sustainable technologies disruptive technologies Schumpeter Durchsetzung neuer Kombinationen

Christensen Schumpeter Schumpeter Christensen Schumpeter Christensen Raynor Christensen low-end disruption new-market disruption How to Avoid Commoditization Christensen Christensen p. Christensen Raynor p. p

Vol. 11 No. 1 Rayport Jaworski MoonLevitt product life cycle Christensen Raynor

Moon a sensory apparatus a predisposition to make the necessary adjustment organic collusion product augmentation augmentation-by-addition augmentation-bymultiplication value proposition heterogeneous homogeneity hyper-maturity

Vol. 11 No. 1 the paradox of progress Christensen Moon P.F. Drucker Christensen Moon

X Y logy=log + logx+u u.... Christensen Raynor..

Vol. 11 No. 1. DVD Christensen Raynor Christensen Raynor -

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Vol. 11 No. 1 Porter 2 4 Pine Gilmore Schmitt experience

Slywotzky Morrison Slywotzky 3 Slywotzky Morrison Christensen Raynor LSI

Vol. 11 No. 1 LSI LSI specifiability measurabilityuniversality stability Christensen Moon

Christensen Raynor

Vol. 11 No. 1 4 4 Christensen Schmitt Pine Gilmore Schmitt

Richheld Sasser Richheld F. F. and W. E. Sasser, Zero Defections : Quality Comes to Service Harvard Business Review Vol, Sep.-oct., P.-

Vol. 11 No. 1 Alpargatas havaianas Christensen Raynor CPU OS BCG PPM NGO p-

Vol. 11 No. 1.. PB a a Christensen Christensen Raynor de-commoditization Christensen

Christensen Christensen Christensen Who are we to know? Christensen Moon

Vol. 11 No. 1 Christensen Moon IKEA Christensen EZ

Moon Moon Moon Moon Moon difference Moon Moon reversalbreakawayhostility

Vol. 11 No. 1 Christensen Moon

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p.- Experience FUJITSU p. - Christensen Clayton M., The Innovator's Dilemma Harvard Business School Publishing Corporation Christensen Clayton M. and Michael E. Raynor, The Innovator's Solution Harvard Business School Publishing Corporation Drucker Peter F. The Practice of Management Harper & Row, Publishers, Inc. Levitt Theodore, Exploit The Product Life Cycle Harvard Business Review Vol.,November- December, p. - Moon Youngme, Break Free from The Product Life Cycle Harvard Business Review Vol.,May, p. - Moon Youngme, Different Escaping the Competitive Herd Crown Business Pine,B. Joseph and James H. Gilmore"The Experience Economy: Work Is Theatre & Every Business a Stage" Harvard Business School Press Porter Michael E. Competitive Strategy The Free Press, A Division of Macmillan Publishing Co., Inc. Rayport Jeffrey F. and Bernard J. Jaworski, Best Face Forward Harvard Business Review Vol.,December, p. - Schmitt, Bernd H."Experiential Marketing: How to Get Customers to SENCE, FEEL, THINK, ACT and RELATE to Your Company and Brand" The Free Press Schumpeter Joseph A., Theorie der Wirtschaftlichen Entwicklung,. Aufl. Duncker & Humblot Sheth J.N. et al., Marketing Theory : Evolution and Evaluation John Wiley & Sons, Inc. Slywotzky Adrian J. and J. Morrison David, The Profit Zone Times Books, a division of Random House Inc.